Thursday, October 21, 2010

State Has New Economic Development Campaign

The governor's economic development office has begun a new television and Internet advertising campaign aimed at attracting businesses to Montana.

The ads, featuring Gov. Brian Schweitzer, say Montana has been one of only two state governments in the black during the national recession.

"How long will it be before your state's red ink rubs off on your business?" Schweitzer asks in one ad that includes clips of national television interviews about Montana's positive budget balance.

The ads — which are running on CNN, Fox News, CNBC and the Weather Channel — also note that Montana has been ranked No. 1 among the states for business startups by the U.S. Chamber of Commerce.

The ads speak "directly to business travelers about the opportunities available here, like our business tax climate, our good schools and universities and, of course, our No. 1 resource, our people," said Evan Barrett, chief business development officer under Schweitzer.

The campaign also includes links to an Innovate Montana website from ads posted in the online business pages of major newspapers in Denver, Minneapolis, Portland, Ore., and Seattle. A Facebook page is also planned.

"It's all part of an integrated vehicle to get the word out," Barrett told Lee Newspapers of Montana. "When all the states are in trouble and they're all looking at tax hikes and draconian cuts in things like education, we're in an enviable position right now."

Sen. Jeff Essman, R-Billings, who has encouraged the state to recruit businesses, called Schweitzer a "shameless self promoter" for appearing in the ads.

Essman said it was "good Republican tax policies" adopted from 2001-05 that led to the good business growth Schweitzer is claiming credit for. He said Schweitzer has taken a $1 billion surplus and spent it down the $300 million by "exploding general fund spending by 44 percent in the last five years."

Barrett said his office and a marketing committee of business people made the decision to feature Schweitzer in the ads, calling him "one of our best salesmen."

Place Marketing Defined

Place marketing means designing a place to satisfy the needs of its target markets. It succeeds when citizens and businesses are pleased with their community, and the expectations of visitors and investors are met.

The potential target markets of place marketing are defined as place customers, which are producers of goods and services, corporate headquarters and regional offices, outside investment and export markets, tourism and hospitality, and new residents.